The label launched in 2001 solely as a shoe line - devised by co-owners Jose Neves, Matthew Murphy and Kirk Beattie with it's home in Mayfair's Conduit Street, London. The original concept of the store was to create a launch-pad for young designers within the fashion, art and design sphere by inviting graduates from London College to stock their collections and compliment the b store shoe line. Following it's success and early renown for carrying innovative labels, the store moved in 2006 to it's current location on Saville Row.
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